Tag Archives: customer value

B2B eCommerce has been part of my life since 1999 when I worked for the John Harland Company. At that time, I was on a team creating and deploying an internet site for bank employees to order checks for their customers. In the last fifteen years I have worked with both B2B and B2C sites and I can say that B2B sites are different. Business approach B2B differently. B2B development efforts focus on different aspects of eCommerce.

Much of B2B eCommerce focus is on functionality and features. The development teams often focus on the business workflows within the customer’s business as a way to add value. As a result, there is less focus on customer experience created by UI designs than a B2C site. There is less focus on metrics like conversion and bounce rates. When I product managed a B2B site I liked to ask, “how can we create a flow that reduces speed bumps and just enables the customer to complete the transaction they signed-on to complete?” In other words, let’s not trip the customer and just let them create a transaction. B2C sites like to create diversions in hopes that customers will add more items to the cart before completing check-out.

Today 70% of B2B purchases are researched online but only 30% are purchased online. Forrester predicts that gap will shrink.

The economics of electronic order fulfillment are better than manual orders. Businesses know that electronic orders reduce costs in order entry labor, phone support, and supplies. Not to mention electronic orders typically create faster fulfillment times for the customer. When I worked for Harland we called this idea “Channel Shift”. There was a metric each year to incrementally reduce manual orders by increasing electronic orders. We even knew the dollar amount of cost take-out associated with shifting 1% of orders to our eCommerce channels.

But wait. Other factors are at play that influence the number of B2B eCommerce orders.

As I think through my experience and challenges my teams have encountered with “channel shift” a couple of things jump out:

1. Custom orders – eCommerce sites are easier when the product set for a customer is SKU driven from a catalog. The workflow changes when customers are allowed to customize a product. As the number of customizable features grows so does the level of complexity.

But more than the technology challenge with custom products is the education and knowledge challenge with the product set. Buyers on B2B eCommerce sites are not necessarily experts on the products they are purchasing. They rely on the research and the company representatives for this expertise.

2. Relationships – Much of the B2B commerce marketplace is built on relationships. A successful salesperson will add value to a relationship by bringing product expertise to the discussion with the customer. The successful salesperson will show the customer how the product can be used within the customer’s business to drive value.

Believe me, I want to enable and influence channel shift. But this is more than a technology puzzle. There are businesses processes, product attributes, and people relationships that are part of the equation. I haven’t found a set magic formula or one-size-fits all approach. What is clear is that businesses and customers are looking for ways to use technology to make their processes more efficient. With both sides looking for a solution, success is there for the taking.

Doing it right.
I love seeing companies that are “doing it right” and reaping the rewards of success. By doing it right, I mean providing value driven products or services customers want and respect. Companies like Chick-fil-A, Disney, and QuickTrip (QT) come to mind. Wait a minute. Isn’t QT a gas station?

This week I read about QT, as an example of a customer focused business. I live in the metro Atlanta area where QT stations and stores are booming with customers and business. The description of brightly lit stations that are clean and well-staffed is accurate and to the point. While, the lower prices on gasoline are the hook to get customers to the store, it’s the facilities, food selection and customer service that keep many of them coming back.

It’s not just the inside of the stores that are kept clean. It’s the pumping area as well. Customers can expect to find the pump area concrete clear of oil, trash, and any other stuff that may find it’s way to the ground. Windshield washing fluid and paper towels are fully stocked. Those are the little things that customers notice. It’s value beyond low price gasoline.

Let’s get personal for a moment.
Companies are ultimately driven by profits and returns to shareholders. “For profit” is a game changing phrase that drives boardroom, executive suite, and marketing plan decisions. What’s unfortunate is when profits become more important than the original mission and intent of company founders. Customers don’t do business with profits. Customers do business with service and value.

It’s impressive to see a gas station/convenience store chain like QT sticking to the original plan of clean stores and great customer service. They are rewarded with profits and growth because they are taking care of their customer. A simple formula, yet so elusive for many.

There’s a lesson in QTs success for everyone.
Courteous employees, clean facilities, and value driven prices are a winning combination. Those things drive repeat business, a good reputation, and most of all profits. So let’s make those principals more than just business school text book material. Let’s make them reality. It’s good business. Just ask QT.

It’s been tough to find time to write this past week with the kids school ending, kids activities, and home projects. I did come across an email from 1-800-Pet-Meds in my inbox. The email was a marketing promotion to reorder heart worm pills for my dog. They knew it was time for me to reorder because I had ordered a 6 month supply from them 6 months ago. We typically use this e-Retailer because they offer the same medicine as our veterinarian but at substantially lower prices.

Now, what was nice about this email was that it was composed in the form of the site shopping cart. The heart worm pills order was already in the cart. All I had to do was click to jump to their site and then click again to order with my profile information. 2 clicks and my order was complete. Fast, easy, and timely. Nice marketing job guys!

I believe this form of email marketing works well for a couple of reasons:

It came from a merchant that I’ve used in the past (Trust)

It offered a product that I’ve ordered in the past (Relevance)

It came at a time when I would probably need to order this product (Timeliness)

It offered a path to complete a transaction in two clicks (Efficient and Simple)

This type of email is an effective way to earn customer retention as repeat business. I believe it creates customer loyalty as it focuses on the need of the customer based on some simple analysis of past behaviors.

What loyalty marketing programs advertise to you? Do you appreciate targeted marketing emails like this?